Bose Noise-O-Meter – How Bose used sympathetic pricing to give real-time discounts?

1 0

In May 2020, Bose and their agency Wunderman Thompson launched Noise-O-Meter to bring noise-cancelling savings to loud home offices.

With people at home due to Covid-19, Bose had to stay relevant without being opportunistic in UAE. Millions of office workers are in WFH mode, but not all home offices are quiet, making productivity difficult.

Bose along with Wunderman Thompson Dubai converted everyday decibels into discount coupons for Bose Noise Cancelling Headphones 700 within UAE.

Noise-O-Meter used a first-of-its-kind algorithm engineered to interpret sound data from ambient noises. Thus, bringing a playful, yet rewarding premise: The louder your home office, the larger your discount.

Watch the case study video below.

 

Bose Noise-O-Meter case study from Pablo Maldonado on Vimeo.

Client – Bose, UAE

Agency: Wunderman Thompson, Dubai, UAE

Awards: 2021 Dubai Lynx Brand Experience & Activation

The Outcome?

Bose garnered an incredible 37.5% increase in average weekly sales. The Noise-O-Meter got over 7 million impressions, measured more than 7,000 home office noises and converted over 400k decibels into discounts.

What is Sympathetic Pricing?

According to trendwatching.com, “Sympathetic pricing is flexible and imaginative discounts that help ease lifestyle pain points, lend a helping hand in difficult times or support a shared value.”

Bose Noise-O-Meter is a great example of using sympathetic pricing in providing real-time discounts to potential customers.

Sympathetic pricing is mostly used in B2C environments and it helps to improve trust in businesses, give them a more ‘human’ image.

It can be a double-edged knife if not used properly. Many brands offer help during natural disasters, economic hardships, etc. If consumers feel it is taking advantage of their situation, it might backfire as well.